ADM, a nutraceutical ingredients specialist, has released a list of the top active nutrition trends, with aspects like unconventional dosage forms, enhanced hydration, plant-based ingredients and gut health boosters coming out on top. Here are the top three:
ADM’s gut feeling says cater to gastrointestinal health
A significant body of evidence has proven that the gut microbiome has profound impacts on all regions of the body; this is no different for muscles.
The ‘gut-muscle axis’ is a novel concept that suggests the role of gut health in the support of the body’s muscle, bone and joints, and a growing number of studies have found a connection between these two health aspects.
There has also been a rise in consumer knowledge on the benefits that can come through supporting our gut health, so nutraceutical products like prebiotics, probiotics and postbiotics have become highly popular amongst consumers looking for active nutrition supplements.
Muscle mass can also decline in the natural ageing process, which can disproportionately affect women. Therefore, supplements catered towards gut health such as probiotics could allow for the maintenance of healthy muscles, while also reducing muscle degradation.
Prebiotics, probiotics and postbiotics have become highly popular amongst consumers
Rehydration to enhance sports performance
Hydration is essential for optimal performance during an active lifestyle — though this phenomenon is especially present when playing sports.
According to ADM, rapid rehydration is gaining ground, with a number of consumers looking for solutions that can boost their electrolytes while also providing them with a number of essential vitamins and minerals.
Many are also looking for drinks with isotonic properties, through electrolytes are the most popular due to their ability to allow for faster recovery post-exercise.
Further highlighting this desire, ADM research shows that among young adults, product labels emphasising electrolytes rank as their most desired claim3.
The company has also observed a sharp rise in the desire for additives like beta alanine and l-carnitine in their hydration solutions, which are often incorporated into energy drinks and pre-workout supplements due to their potential benefits for endurance.
Consumers note a strong interest in plant protein sources
Plant-based solutions for the conscious consumer
Due to the ethical and environmental implications that can come with consuming meat and animal products, many are turning to plant-based solutions to boost their health.
In a recent survey, 50% of global plant-forward consumers note a strong interest in plant protein sources with additional health benefits.4
Catering to the desire for convenient, plant-based wellness supports and functional ingredients is already a good strategy, and the benefits of pursuing this route will likely continue to grow, according to ADM.
The FMCG Gurus’ Active Nutrition, Global Report, 2024 stated: "During the last five years, there has been a noticeable increase in the proportion of people classified as Active Nutrition consumers. This was initially due to people taking a proactive approach to health due to the pandemic. However, the proportion of people classified as this type of consumer remains high post-pandemic..." FMCG Gurus, Active Nutrition, Global Report, 2024
